Partnership Highlight: Dog Cat Mouse Media
Jen, Bridget, & Rachel, Dog Cat Mouse Media
As summer approaches, many communities are preparing for the barrage of Phoenicians that will soon head out to explore vibrant (and cool) rural destinations. We chatted with #RuralAZ Local First Arizona member, Jen Luria, co-creator of Bisbee-based Dog Cat Mouse Media on how to make your community stand out.
Through our partnership with DCMM in various communities across Arizona, we have produced bold brands that speak to the unique charm each one embodies. Some examples of our community branding work:
Image Source: Dog Cat Mouse Media
Tubac channeled their historic and artistic roots. The resulting brand highlights rich surrounding colors of a lush desert landscape, and the intersection of art and history that remains embedded in the community’s identity to this day.
Casa Grande locals were inspired by their vibrant, family-oriented culture and lively community parks. The resulting modern, neon deliverables fit the local culture and helped visitors find ways to Live, Love, Work and ‘Park It’ in Casa Grande.
Superior “elevated” their identity by highlighting Adventure, Safety (in the heart of COVID-19), and Community in their 2020-2021 branding campaign. The logo captured the colorful architecture, sunsets and personalities of Superior along with the picturesque desert landscape (and corresponding outdoor recreation) that locals know and love.
In rural Arizona, individuals often wear two hats and there is no doubt that this applies to Jen. Through her partnership with the Local First Arizona Rural Development team to authentically brand communities, her experience in implementing effective plans around a local brand as the Tourism Manager for the City of Bisbee, and Dog Cat Mouse Media’s role as a marketing agency for tourism efforts throughout the state. Jen has become a go-to advisor for tourism efforts and training.
What started your journey in community branding?
Image Source: Dog Cat Mouse Media
The Dog Cat Mouse Media team took on the rebranding for Bisbee. The City already had a seal and a logo, but we wanted to create something that embodied Bisbee as a destination. We took the opportunity to transition away from the primarily historic look of the brand while still highlighting the history, arts, and personality of the community as a whole. Soon after, I was hired on as a Tourism Manager for the City of Bisbee, and realized that I had the opportunity to take the brand far beyond being a “colorful new logo” and instead used it as a starting point for local tourism efforts.
How can a community brand help with tourism efforts?
Many of these branding projects are a blend between marketing and tourism. It makes a community recognizable and gives them an identity, or a feeling people can resonate with, a personality that makes people want to learn more about and experience for themselves.
What are some best practices for municipalities as they journey into implementing their brand?
Step one is getting it out in front of locals, people who already visit your community, and the people you want to start visiting. Figure out the best channels of communication, whether its print, radio, billboards, and especially social media. Social media and digital ad placements can be handy and inexpensive stepping stones, and the best part is they’re flexible. Once you move past how daunting they appear, you’ll find that they are a great tool for tracking who's coming, who’s looking, and most importantly what’s working! Partnering with other brands and influencers is another great way to help get your message out there affordably. Get creative with advertisers, you'll find they are willing to work with you and find a solution to fit your budget.
Step two is collaboration. Between municipalities, small businesses, chambers, and local organizations there is always enough support to make the impossible happen. Whether pooling resources to kick off an expansive campaign, or coming together to spread brand awareness, there is enough space for everyone to get involved in making efforts a success.
How can small businesses leverage their community brand?
Just like institutions, small businesses can utilize a local brand as a starting point to get in front of their target audience. Find how your business fits into your local brand. Share imagery and messaging to get your audience and a broader audience on the same page. This eliminates confusion, identifies expectations, and gives everyone something to get excited about, especially travelers!
What advice can you offer other businesses looking to support local efforts in the Marketing, Branding, and Graphic Design Industries?
Before we officially started working with the City of Bisbee, Bridget and I had been working with businesses and organizations in the community. We were unofficially working within the community and getting to know the community, variations, and influences. It is essential to get involved with city discussions and show your willingness to listen and be a part of it. Not to mention when municipalities support local, they’re supporting a business that understands the culture, fits into the community, and bonus! -keeps money circulating locally.
What do you want #RuralAZ cities and towns to walk away with?
You can be a destination! Rural institutions need to make tourism part of their strategic plan and set aside tax money for these initiatives. This industry is a tool that can bring visitors, and eventually bring new locals! Attracting people who fall in love with the community and want to call it home starts with a solid tourism plan.
What’s next in 2021? Dog Cat Mouse Media and Local First Arizona have a few more projects up our sleeves. Keep an eye on Kingman, Graham County, Florence, and Somerton…and by “keep an eye on” we mean go visit!
Interested in branding your rural community? Reach out to us here.
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